That crunching sound you hear is our researchers processing data from CUNA’s latest surveys of members and nonmembers. Every other year, CUNA undertakes two major research projects—the National Member Survey and the Survey of Potential Members.
CUNA asks thousands of members about their use of financial products and services, their level of loyalty, loan and savings balances, ethnicity, age, delivery channel preferences, and a wealth of other questions.
CUNA also asks thousands of nonmembers about their familiarity with credit unions, why they don’t belong to credit unions, what might convince them to join, and many of the same questions we ask members.
Last month I presented preliminary findings from these surveys to the Massachusetts and New Hampshire Credit Union Leagues’ spring volunteer development conference. Some findings were greeted with smiles and nods of affirmation. Others were met with wide-eyed alarm.
Findings from the latter category:
Needless to say, credit unions have some age and awareness problems. Be sure to use these two major research reports (available in June) and your own research to address these and other urgent challenges.
Coming soon to Credit Union Magazine: